Generational Trend Brief 2013

new aspirations by generation
© 2013 Sphere Trending, LLC
GENERATIONAL TREND BRIEF
2013

Sphere Trending is known for its
Generational Expertise
<18 18-36 37-46 48-67 68+
74 84 43 80 47
million million million million million
by the numbers
ages:
pop:

fearless
culture
maker
culture
curated
culture
independence
culture
prime timersgen xgen now zoomers
goal
design
mantra
needs
identity
ages 18-36 ages 37-46 ages 68+ages 47-67
mash-up
be brave
connect to
technology
be practical
fluid
connect to
family
be indulged
selective
connect to
friends
be rejuvenated
comfort
connect to
community
new aspirations by generation

32% of Gen Now adults have already
achieved home ownership and the
majority of the rest of the generation
consider it a future goal. ERA Real Estate
Be Brave Post-Recession – we have a
whole new generation of homeowners
and they love color, design and
texture; home is a personal style
statement of themselves.
gen now, they are the….
newest homeowners
ages 25-36
23% of total households
21% of after tax spending

• age compression
• dream differently
• ethnically diverse
• raised with technology
• first creative class
• smartest generation
• “do-it-my-way” consumer
gen now, just the facts….
DESIGN RULZ
BUMBLE CAFE

gen x, they are ….
key family homeowners
In key family formation/raising stage
Looking for a home where rooms can
multi-task as needed
Gen X are entering their peak earning
years yet stymied on upward home
mobility due to the disastrous effect of
the recession on their current home
equity and earnings.
ages 37-46

• two-thirds of Gen X are married
• 71% have minor kids at home
• design savvy
• practical; authentic
• entrepreneurial
• creating haven & hive
• trading down to trade up
• “do-it-yourself” consumer
gen x, just the facts….
TWIN CITY CLOSET
DESIGNING SOLUTIONS
STYLE ESTATE

zoomers, they are the….
affluent homeowners
ages 47-67
Younger boomers have 31 years more
of expected life than their
counterparts in the last century – new
lifestage called “Adulthood II”
Currently, staying put in the workforce
and staying put in their homes - about
74 percent expect to work in
retirement Bloomberg

• physically and mentally 20
years younger than prior
generations at their age
• redefining luxury &
discretionary income
• 4 generation caregivers
• “do-it-for-me” consumer
• close connection to
grandchildren & family
• buying experiences & lifestyle
zoomers, just the facts….
TERRAIN
AD
ALDO BERNARDI

TERRAIN
risk adverse
generic event
mainstream style
good enough
selling (push)
brave & bold
an adventure
signature style
something special
inspiring (pull)
new conversations for new generations

©2013 Sphere Trending LLC
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To learn more about our deep dive generational
trend forecasts and customized macro trend
reports, contact us today:
www.spheretrending.com
email: mmankvitz@spheretrending.com
ph: 248-681-3945

Generational Trend Brief 2013

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